Pret-a-Reporter

Alexa Chung Is Launching Her Own Fashion Label

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Alexa Chung

It's finally happening.

After years of lending her style savvy to brands (Eyeko, Marks & Spencer) and publications (British Vogue, Paper Mag) as well as several design collabs (Madewell, AG Jeans), Britain's most fashionable export, Alexa Chung, is launching her own label. 

Business of Fashion first reported Monday that the model/style icon — who has more Tumblr pages devoted to her effortless, school girl-meets-punk style than we can count — will release a contemporary-priced women's line in May 2017. The debut collection will include daywear, eveningwear, shoes, accessories and, most importantly, denim — Chung's style signature.

As creative director, Chung will oversee a six-person team of designers who hail from various luxury houses. Former Haider Ackermann head of atelier Edwin Bodson has been tapped as managing director for the label, which is to be called Alexachung (so #meta).

“I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to," the 32-year-old told BoF. "I want to make sure that we are offering something that is exciting and unique and new, but also the point of this brand is that it connects to everyone.”

 

A photo posted by Alexa (@chungalexa) on

The collection will be sold at select luxury retailers, including Selfridges, SSENSE, MyTheresa, Matches Fashion and Galeries Lafayette, as well as online at a dedicated e-commerce site. However, Chung notes that the pieces won't be crazy expensive, per se. "I’m not making something that has got a crazy-high price point,” she said.

Expensive or not, we can't wait.

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